Amperity Introduces Pér: an AI Agent Tackling Customer Data Challenges

Grounded in trusted customer profiles, Pér helps teams get answers, decide what to do next, and move approved decisions into enabled workflows.

Tuesday 13 October, 2026 – Amperity has introduced the Amperity Pér AI Agent, designed to help businesses turn customer data into decisions and approved actions. The technology connects customer analysis, recommendations and existing business workflows within a governed environment.

According to Amperity, Pér allows teams to investigate customer behaviour, assess campaign performance and identify opportunities without moving between multiple systems. It also prepares recommended actions for human approval before they enter enabled marketing and business tools.

The announcement addresses a growing challenge for businesses using artificial intelligence: how to turn large volumes of customer information into useful decisions while maintaining control over data access and automated actions.

Amperity’s Pér AI Agent Addresses Customer Data Challenges

Businesses have spent years trying to build accurate customer profiles from information spread across different systems. Amperity uses its patented identity resolution technology to connect fragmented records and create a more consistent view of individual customers.

However, having reliable customer information does not automatically make it easier to act on that information. Marketing and analytics teams often rely on dashboards, manual analysis, data requests, and meetings before making campaign decisions.

Pér aims to reduce those steps by working directly with a brand’s existing customer profiles. According to Amperity, the agent can investigate changes in customer behaviour, identify affected audiences and explain the evidence supporting its recommendations. Teams can then review proposed actions before approving them.

“Pér gives us an opportunity to move beyond broad segments and better understand each individual customer journey,” said Elise Keefe, Senior Manager, Business Intelligence at MacKenzie-Childs. “By eliminating the grunt work, it can help us reach trusted, actionable findings faster, so we can spend more time making decisions and less time searching for answers. For retention, that means identifying the moments that matter and moving from insight to approved action through one connected workflow.”

How Pér Connects Customer Insights With Approved Actions

Amperity designed Pér to reduce the handoffs between marketing and analytics teams. Rather than requiring users to navigate separate reporting and activation systems, the agent brings several stages of customer analysis into one workflow.

The company says this approach can help marketing teams respond more quickly to changing customer behaviour. Meanwhile, data analysts can spend more time on complex work that requires specialist expertise.

Pér supports five main functions:

• Get answers faster: Ask questions about campaigns, audiences and customers using natural language.

• Decide what to do next: Examine customer information, signals and business rules supporting a recommended response.

• Respond as outcomes change: Monitor execution results and recommend mitigation strategies in real time.

• Keep people in control: Review, refine and approve proposed actions before execution.

• Act through existing workflows: Move approved audiences or decisions into enabled marketing and business tools.

These capabilities are intended to connect customer analysis with business decisions. Importantly, Amperity describes human approval as part of the process rather than giving the agent unrestricted authority to execute recommendations.

The company also points to existing customer use cases involving campaign management and audience segmentation.

“Pér has given us the ability to identify overlaps and inefficiencies across our segments and campaigns, and to act on them at scale,” said Geoff Clark, CRM Manager at Johnnie-O. “Real-time auditing lets us make changes on the fly, which has significantly improved the accuracy and performance of segments we’ve had in place since early in our Amperity journey. Most AI tools are reactive — Pér is proactive.”

Data Governance and Human Oversight Remain Central

Introducing AI agents into customer data environments raises important questions about access, permissions, and control over business decisions. These considerations become particularly relevant when AI systems can recommend actions that affect customer audiences and marketing campaigns.

Amperity says Pér operates within the identity-resolved customer data, configured permissions, and enabled workflows that businesses already manage. This approach is intended to extend existing data governance into AI-assisted decision-making rather than create another disconnected data environment.

The distinction matters because an AI recommendation depends on the information available to the system. Accurate customer profiles, established business rules, and controlled access provide the foundation for decisions that teams can review before implementation.

According to Amperity, Pér uses that foundation to connect customer insights with approved actions. The company positions the technology as an extension of its existing Customer Data Platform rather than a separate AI or data layer.

Turning Customer Data Into Business Decisions

Amperity argues that the value of enterprise AI should extend beyond generating answers. The company believes businesses also need a practical way to evaluate recommendations and act on them through existing systems.

“The value of AI is not simply the answer it generates. It is the quality of the decision and action that follows,” said Kabir Shahani, co-founder and co-CEO at Amperity. “Pér is a teammate that works from a shared, trusted understanding of the customer and helps teams move from insight to approved action. It outperforms a generic CDP, or an AI model alone, because the data underneath it is complete, governed, and can immediately be put into action that drives measurable economic outcomes.”

The introduction of Pér reflects Amperity’s approach to connecting customer data management with AI-assisted analysis and execution. Its stated objective is to reduce the manual work between identifying a customer issue and implementing an approved response.

For businesses considering AI agents in marketing and customer analytics, the announcement highlights the importance of connecting automation with reliable data and existing governance controls. Pér’s proposed workflow keeps people involved in approving decisions while allowing the technology to handle more of the underlying analysis.

About Amperity

Amperity provides an AI-powered Customer Data Platform that helps businesses connect fragmented customer information and create unified customer profiles. Its technology combines identity resolution with real-time signals to support marketing, customer service, analytics, and AI applications.

More than 400 brands worldwide use Amperity, including Accent Group, Alaska Airlines, DICK’S Sporting Goods, BECU and Wyndham Hotels & Resorts.

Founded in 2016, Amperity operates globally with offices in Seattle, New York City, London, and Melbourne.

For more information, visit amperity.com.